The PlayStation 3 Firmware 3.0 XMB update will be released via PSN on September 1, Sony's just confirmed.
The update adds, among other things, animated XMB themes. In its Gamescom press conference Sony showed a Sackboy running around a globe behind the PS3 menu items.
Firmware 3.0 will also include a What's New section, TV services such as BBC iPlayer and "other great interface changes". More soon.